Businesses have had to shift their marketing priorities on the fly as a result of COVID-19. However, the one constant is that they still need to engage their customers with relevant content.
Smart organizations do not go into a bunker mentality and slash marketing and customer engagement spending. They can see the forest through the trees and instead focus their efforts on reassuring their clients that they are with them through challenging times.
In fact, research firm Gartner advises companies NOT to flood the market with COVID-19 information for two main reason. First, it does not capture their attention with a unique message; and second, it can seem like trying to take advantage of a crisis.
Instead, Gartner’s Rick LaFond, senior principal, advisory, strongly suggests presenting content that helps clients make sense of what is going on and helps them navigate through it. In short, Gartner says the messaging should reinforce their confidence in their clients’ businesses.
It is a fine line between promotion and support. However, Gartner’s LaFond offers a number of different ways a brand can use content marketing to help customers through times of crises. The research firm suggests to:
Assess the impact that COVID-19 is having on their business.
Anticipate future potential risks to their business.
Determine which of the abundant and diverse sources of COVID-19-related information is most relevant to their business.
Figure out if they’re even asking the right questions.
Set clear expectations to have, goals to set, and steps to follow.
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